Britain’s ’baby boomers’ are among the world’s most receptive
advertising audiences - but advertisers can easily alienate them,
according to new research.
The 45 to 55 age group hates being patronised by ads and is suspicious
of their claims. However, the group is deeply loyal to brands it trusts,
irrespective of whether they are fashionable.
The findings emerge from research into baby boomer lifestyles and
attitudes in 16 countries, including the UK, the US, Australia, Japan
and Germany, carried out by the market research company, Research
The study follows mounting disquiet at the failure of advertisers or
agencies to reach baby boomers, who account for almost 14 per cent of
the UK population and whose households spend almost a third more on
goods and services than other age groups.
The findings reveal differences in attitudes to advertising between baby
boomers in different countries but suggest that all are turned off by
Jane Gwilliam, managing director of Research International Qualitatif UK
and the report’s author, said: ’The international marketing community
faces serious pitfalls if it fails to look beyond the stereotypes
frequently attached to 60s children.’
The research cites TV and newspapers as the prime media for
communicating with baby boomers.